Learfield Licensing is on board to develop new licensed products and brand opportunities for the events company.

Tough Mudder, an active lifestyle brand and events company, has tapped Learfield Licensing Partners to serve as its exclusive North American licensing agent.

Through the agreement, Learfield Licensing’s specialty brands division will develop a host of brand opportunities as well as secure partnerships for licensed products across a variety of categories and retail channels.

“We are pleased to team up with Learfield Licensing Partners to develop our licensing program and offer consumer products to the Tough Mudder community in new ways,” says Florence DiGiorgio, senior director, consumer products and partnership marketing, Tough Mudder. "We look forward to working with Learfield Licensing to enhance the Tough Mudder experience by providing fans with high-quality products they can purchase at retail.”

In addition to handling the brand’s licensing program, the agency will also aim to maximize the brand’s licensing and marketing partnerships in order to increase awareness of the Tough Mudder experience and heighten guest connectivity.

"It is an honor to work with the dynamic team at Tough Mudder," says Ryan Boyle, vice president, specialty brands division, Learfield Licensing. "We look forward to helping develop authentic, high-quality products that will appeal to the millions of Tough Mudder fans across North America."